About the AdWords for video campaign upgrade

Starting April 2014, all new video campaigns will use new campaign settings and simplified ad formats. At the same time, you'll have access to an upgrade center where you can upgrade any or all of your existing campaigns to the new functionality. Starting May 21st, all campaigns will be automatically upgraded.

Keep in mind

Your bids, budget, and historical performance data will not change when your campaigns are upgraded, whether automatically or manually. You will not lose the ability to run ads on the YouTube Search Network, and you will not lose any ads or targeting criteria associated with your existing campaigns.

Summary of feature changes

Beginning May 21st, we automatically upgraded all campaigns to take advantage of the powerful targeting features and changes described in the following table.

                                                                                                                                       
Feature or functionalityWhat changed
Network settingsYou can select networks in the campaign settings instead of in the ad settings.
Ad formatsYou could use the in-stream, in-display, and in-search ad formats.The in-search ad format became part of the in-display ad format. This means the only ad formats available to you are in-display and in-stream.
PlacementsPlacements were restricted to the network they applied to, regardless of the networks you had chosen for the ad.Placements now apply to either the YouTube Videos or Google Display Network. Adding a placement will not opt you out of any network, but only restricts ad serving on the network you select.
KeywordsYou entered search keywords separately from content keywords.The Keywords box under “Targeting people who are searching” was replaced by one box for both search and content keywords.
TargetingThe "Target people who are searching for" and "Target people watching content" settings were separate.The “Target people who are for searching” and “Target people watching content” options were combined into a new setting called “Targeting.”
Frequency capping Frequency capping was previously available only for the YouTube Videos Network and the Google Display Network. Frequency capping can now limit impressions on all networks you select for the campaign, including the YouTube Search Network.
Bid by formatYou could enter bids separately for in-stream, in-search, and in-display ad formats.You can now bid separately for only in-display and in-stream ad formats.
Performance report for keywordsPerformance reports for YouTube keywords and Display keywords were located in different tables on the Targets page.Performance reports for YouTube keywords and Display keywords are located in one table on the Targets page.
GraphsReports were visible for in-search, but they were identical to in-search on the YouTube Search Network.All references to the in-search ad format are gone, but the data is still there. References to the in-search ad format are replaced by “in-display on YouTube Search.”

What didn't change

Your bids, budget, and historical performance data did not change when your campaigns were upgraded, whether automatically or manually. You can still run ads on the YouTube Search Network, and your ads and targeting criteria are still associated with your existing campaigns.

Richer search targeting options

While traditional search engines provide people with only one way to discover content (a keyword search), YouTube offers many. On YouTube, viewers can discover videos in various ways: for example, searching on the YouTube search page, clicking suggested videos on the watch page, and choosing a video from the homepage feed. This means you can more thoroughly find people who are searching for you and your brand across YouTube.

How these changes affect you

With this upgrade, you'll see some new targeting changes in AdWords for video.

Targeting changes in AdWords for video

With this upgrade, you can now use the following targeting settings across all networks, including the YouTube Search Network:

  • Demographics targeting
  • Interest targeting
  • Topic targeting
  • Remarketing lists

These changes are particularly useful when you might want to advertise to people who are interested in your content, regardless of whether they're watching a video or searching for one. Or you can use the new targeting dimensions to further refine your audience on the YouTube Search Network.

Here are some examples:

Example 1: Let's say you want to reach people looking for videos about Paris. Your video ad is about your travel company offering discounted flights. Instead of using keywords alone to define your audience, you can use the new targeting settings to reach people who are between the ages of 18 and 24 and searching for information about Paris.

Example 2: You're selling high-end shoes at your boutique. Instead of reaching people interested in watching videos about footwear and using keywords similar to the interests used on the YouTube Search Network, you can use affinity categories and targeting across both watching and searching behavior.

Keep in mind

If you use demographics and keywords in the same targeting group, you'll restrict your audience to both demographics and keywords. For example, if you want to reach women ages 18-54 as well as the keywords designer and shoes, your audience will be women ages 18-54 who search for the keywords designer and shoes.

Ad formats are simplified

How these changes affect you

Ads running the in-search and in-display ad formats currently require the same assets, and viewers interact with them in the same way. The only difference is where they run.

We simplified our ad formats: in-search ads became part of the in-display ad format. The only ad formats now available to you are in-stream and in-display. With this upgrade, advertisers can now use the same ad format (in-display) to run across the YouTube Search Network and YouTube Videos Network. The only thing that changed is how you control where your ads show. Before, you told us where to show your ads by using ad formats. Now, you can tell us where you want your ad to run by selecting a network for your campaign.

How to run in-search ads (in-display ads on the YouTube Search Network)

You can run ads on the YouTube search page by selecting YouTube Search among the networks you choose in campaign settings. This means you can use the in-display ad format when creating your ad for the YouTube Search Network.

This image is available only in English and a limited number of markets.

What happens to in-display ads

In-display ads now can run on any network: YouTube Search, YouTube Videos, and the Google Display Network. During the upgrade process, we'll make sure that your network settings for any active campaigns created before the upgrade will continue to apply to all of your video ads after the upgrade. The in-display ad format and the targeting settings available for it will not change.

How to add search keywords

When you create a new targeting group, you'll see a Keywords box. If you select the YouTube Search Network for the campaign, the campaign will serve in-display ads on the YouTube search results page for those keywords.

Broad, exact, and phrase match keywords

While all the keyword matching options are still available to you, their behavior is now different, depending on the networks you select in your campaign settings. Also, exact match keywords will be treated as broad match keywords on video content and websites.

Supported network Supported keyword matching
YouTube Search Network Broad match, exact match, phrase match, and negative match
YouTube Videos Broad match and negative match
Google Display Network Broad match and negative match

Learn more about keyword matching.

Reports for in-display ads running on the YouTube Search Network

You'll see the exact same results as you have with the in-search row when you segment your data by format and network. Note that your statistics and graphs will be displayed as "in-display, YouTube Search."

This image is available only in English and a limited number of markets.

On smaller screens, you might need to click the Other segmentations menu.

This image is available only in English and a limited number of markets.

Keep in mind

You can restrict your in-display ads to YouTube search results by selecting YouTube Search as your only network on the Campaign Settings page.

Network settings changed

Network settings in AdWords for video now appear in a different location; instead of selecting the network for every ad, you select them when you create the campaign. This way, those campaign network settings will apply to all of your video ads.

Before, whenever you created an ad, you defined how it looked and where it ran. In many cases, you could let AdWords for video choose the right ones for you, or you might have chosen them yourself.

This image is available only in English and a limited number of markets.

Now, instead of deciding where your ads run on a per-ad basis, you can decide at the campaign settings. That means all the ads in a campaign will run on the same network(s), and the ad formats available to you depend on those campaign settings. You can always change these network settings, even after your campaign has begun running.

This image is available only in English and a limited number of markets.

Keep in mind

Starting May 21st, all campaigns will be automatically upgraded. Your bids, budgets, and historical performance data will not change when your campaigns are automatically upgraded. However, depending on where your individual ads have been running, your campaigns may begin to run more broadly.

More consistent performance reporting

Performance reports in AdWords for video will become more consistent with the changes to targeting. The "YouTube search keywords" and the "Display network keywords" sub-tabs on the Targets page will be replaced by one Keywords tab with this upgrade. Unique viewers and average view frequency, as well as earned actions, can now be reported for the Search Network.

Ad formats and keywords are used more broadly

When we upgrade your campaigns, we’ll preserve all of your existing ad settings. However, introducing new concepts, such as selecting networks at the campaign settings, means your ads might start to run more broadly, based on the ad formats you selected or the keywords you defined. What does this mean exactly?

Ad formats are used more broadly

Before the upgrade, the placements you chose could adversely affect your video ad formats, even prevent them from serving. For example, in the past, adding placements on the GDN could opt you out of serving ads on YouTube completely.

With the new targeting options, we respect your original intentions and make sure your ads serve on both the GDN and YouTube.

Keywords are used more broadly

Because of the upgrade, keywords that served on content such as YouTube videos or GDN sites might now serve on YouTube search results, and keywords that served on the YouTube Search Network might now serve on the GDN.

Depending on your ad’s network settings, the upgrade will affect all the networks that your ads appeared in, even though some ads might have been selected to run on networks that other ads were opted out of.

Targeting groups are split into two

Although we simplified keyword targeting for video campaigns, we wanted you to preserve the information in your original targeting groups. For example, if your targeting groups have settings in both “Target people who are searching” (you use search keywords) and “Target people watching content,” we’ll split your targeting into two targeting groups.

Different bids by format

When we split targeting groups, we carry over whatever bid you had for the in-search ad format into the new targeting group created as part of the upgrade. For example, if you bid $0.08 for your in-display ads and $0.05 for your in-search ads before the upgrade, we’ll split your existing targeting group into two targeting groups:

1 targeting group with content keywords at a $0.08 bid for in-display ads 1 targeting group with your old search keywords at a $0.05 bid for in-display ads

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